Mobile Worlds Apart
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It’s very clear that there are major differences between the Desktop Internet world and the Mobile Internet world. Now an intriguing new study from comScore – Europeans More Likely than Americans to Use Mobile Phones to Access the Internet – shows there are many different Mobile worlds.
The comScore Mobile Tracking Study reveals significant differences in the way that Europeans and Americans use the Web on their mobile phones. The ongoing study compares how consumers in the U.S., France, Germany, Italy, Spain and the UK access Internet content from their mobile phones. Overall 29 percent of European Internet users regularly access the Web from their mobile phones compared to only 19 percent in the U.S.
There are a number of other major and thought-provoking differences among these different Internet communities. Here are just some:
- The highest mobile Web penetration is seen in Germany and Italy (34% for each), followed by France with 28%, Spain 26% and the UK 24%.
- Nokia is the leading brand of phone in the study in Europe with market shares ranging from 50% in Italy to 22% in France. In the U.S., Motorola has the greatest share (26%) and Nokia is in second place (17%)
- In the U.S., major online portal sites (Google, Yahoo! and MSN) are the most popular online destinations (74%) among mobile Web surfers but much less so in Europe (24% – 34%) where phone operator mobile Web sites such as Vodafone, o2 and T-Mobile, are proving equally attractive.
comScore now has a massive, global cross-section of more than 2 million consumers who have given comScore permission to confidentially capture their browsing and transaction behavior, including online and offline purchasing.
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